Pacific Tourism Organisation Champions Digital Marketing and Sustainable Tourism Training for New Caledonia Stakeholders

In an era where digital innovation shapes the travel experience, the Pacific Tourism Organisation (SPTO) hosted two-day workshops on social media and digital marketing for tourism operators in New Caledonia and a second on Sustainable Tourism Indicators (STI) for research and data collection officers. The workshop, part of SPTO’s Pacific Digital Training Programme, underscores the organisation’s strategic focus on digital transformation to future-proof the region’s tourism industry.

Funded by the New Zealand Government through the Ministry of Foreign Affairs and Trade (NZMFAT), the training offered practical, hands-on guidance tailored to Pacific needs. Stakeholders praised the session’s relevance and timing, recognising the critical importance of digital capability in navigating today’s fast-evolving tourism landscape.

Joining live from New York, SPTO Lead Digital Specialist and CEO of Trove Tourism Development Advisors, Mr Danny Cohanpour, delivered an interactive masterclass that covered the foundations of digital success: social media strategy, platform optimization (Google Business Profile, Facebook, Instagram, TikTok, and TripAdvisor), content creation, audience targeting, and crisis management. SPTO Chief Executive Officer Christopher Cocker emphasized the power of online tools and reviews, noting that platforms like TripAdvisor significantly shape traveller decisions and influence credibility.

A Google Business Profile is more than a listing—it’s a digital front door. Combined with a smart social media strategy, it helps operators show up where it matters most: in front of travellers ready to book,” Mr Cocker shared. “The world is moving fast, and so are your potential visitors. In an increasingly competitive tourism market, success depends on how effectively we use essential tools—AI, social media, and digital channel management—to save time, work smarter, and stay ahead.”

The second training to follow was the Sustainable Tourism Indicators (STI) training, aimed at enhancing participants’ understanding of key indicators that underpin sustainable tourism development. The workshop focused on building knowledge around what STIs are, how to effectively collect and manage relevant data, and how this data can be applied to inform tourism policy and decision-making. Core areas of focus included understanding the purpose of indicators, exploring practical data collection methods and tools, and learning to integrate environmental, social, and economic data for a holistic approach to sustainability. The training also emphasised improving data accuracy and usability, encouraging stakeholder engagement in the data process, and applying insights to support evidence-based policy and strategic planning.

This training builds on the momentum of the Pacific Digital Tourism Transformation Project, also funded by the New Zealand Government, and reaffirms SPTO’s commitment to strengthening digital and data capabilities across its member countries.

SPTO CEO Christopher Cocker highlighted that SPTO remains committed to empowering our Pacific tourism stakeholders, who are the engines of our economy, with the knowledge and tools needed to thrive in a digital-first world, ensuring the Pacific remains competitive, visible, and resilient in the global tourism arena.

“This visit to New Caledonia represents more than a training mission—it is a reaffirmation of SPTO’s commitment to strengthening partnerships and promoting regional cohesion in Pacific tourism development. Our focus on digital transformation, sustainable practices, and data-driven strategies is aligned with the aspirations of our member countries and the broader Pacific vision for resilience and inclusivity. We are proud to work alongside New Caledonia to build capacity, foster innovation, and support long-term growth for tourism stakeholders in the region, he said.